> and it does not seem intuitive to me either, as it's a completely new set of companies launching those dubious ad formats and strategies No it's really not.

> and it does not seem intuitive to me either, as it's a completely new set of companies launching those dubious ad formats and strategies No it's really not. You can see it happening all the time on celebrity and "influencer" Twitter/Instagram/Tiktok. Most are pretty obvious, some are honest and use disclaimers that it's a paid ad but majority are just ads inside regular content without any disclaimers and such.